BERLIN: Although internet advertising still represents a fraction of Germany's overall advertising spend, any remaining doubt as to the contrasting fortunes of online and traditional media is blown away by the latest data from German research publisher ZAW along with the findings of Online Vermarkterkreis.
In 2006 German advertising expenditure grew by just 2%, notching a total of €30 billion ($38.9bn; £19.7bn), whereas spend online soared 59% to €1.65bn. The surge lifts electronic media into third place, passing radio but lagging TV and print.
For 2007, ZWA predicts the overall expenditure trend will vary from flat to a maximum of 2%, although TV executives are forecasting at least 3% growth across the sector.
Data sourced from M&M Europe; additional content by WARC staff